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Challenge: Our challenge is to encourage children to brush their teeth as a No.1 candy brand, Hi-Chew's corporate social responsibility. Also, earn trust from mothers who actually buy the product.

Core idea: Toothbrush hero. To answer is to turn hateful tooth brushing into a kids loving rhythm game. Tooth-brushing is done while children play and compete for the points!

Results: We invented this device, let kids experience at events, made it into a movie and help a campaign to win the chance to experience Toothbrush Hero. 30 thousand people applied for the prize promotion. Starting with Yahoo, other main news websites covered it. "To have fun" is the key to the activation of childcare and business.

Digital advertisment created by Hakuhodo, Japan for Hi-Chew, within the category: Health.